The advertising agency of Sony Electronics has prepared two print ads for the company's new DVD.Ad 'A' uses a straightforward informational appeal,which discusses the DVD player's features,while ad 'B' is an image ad that promotes the overall quality of the player.The purpose of both ads is to encourage readers to send in a card or call a toll-free number to request more information about Sony's DVD player and other products.To get idea about which ad might work best and should be used in the national campaign,Sony can:

Question

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The best choice would be to conduct a split run test, where both ads are printed in alternate copies of the same issue of a magazine and then measure which one generates more inquiries. This method allows for a direct comparison of the two ads in a controlled environment, eliminating any external factors that may affect response rates. It also allows for a more accurate measurement of effectiveness, as readers are exposed to both ads in the same medium. Using magazine placements as opposed to a major newspaper or cross media buy is also more targeted, as readers of a specific magazine are more likely to be interested in the product being advertised. Using bleed pages in various magazines may increase exposure, but it does not provide a way to measure effectiveness or compare the two ads directly.

The Advertising Agency of Sony Electronics Has Prepared Two Print